Always Be Closing The ABCs of Sales in The Modern Era 6

Sales productivity series
An essential guide to sales featuring best practices & thought leaders
A better way to sell: cloud, mobile, social, big data

ABC When we think of the abcs, perhaps even more so than the popular sales
mantra always be closing, we think of getting back to the basics. The alphabet is a
foundational lesson we learn early on and internalize to the point where we hardly even
notice it as we move through our days, no matter how ubiquitous it is on our lives.
In naming our latest ebook, we wanted to convey this deeper message beyond always
be closing. From the chalkboard illustration on the title page to our subtitle the ABCs
of Sales in the Modern Era, this ebook is all about finding our way back to the heart of
sales with technology that is helpful without getting in the way.
The sad truth we face with the complexity and pressure in todays market is a
salesperson can only spend about 22% of their time actually selling1. Even if a
salesperson closes 100% of their deals, theyre only able to do this with less than a
quarter of their time. This is a problem.
So how do we solve it? We need technology that doesnt waste a salespersons time
that actually helps salespeople do their jobs better, improving their productivity while
enabling them to meet todays customer expectations and the dramatically different
buying process.
In this ebook, we tackle the issues facing sales today head on, incorporating changes
and developments in the market that your teams need to understand. Im incredibly
excited not only to introduce this brand new ebook, but also the next generation of
sales productivity from Microsoft.
In the interest of maximizing all of our productivitylets get to it!
All my best,
Fred Studer
GM, Microsoft Dynamics CRM

@fredstuder
http://paceproductivity.com/files/How_Sales_Reps_Spend_Their_Time.pdf
TABLE OF CONTENTS
page 4
Businesses need to let salespeople sell
Buyer 2.0: The way people buy has changed
Get socialor go home
13
Special guest chapter: Real-world tips for building relationships

and closing more deals on LinkedIn
16
Tell a story that inspires action
18
Get the edge with social insights
22
Connecting in the age of the customer: Harnessing technology

for better selling
26
Insights from the experts
Lets get down to it
BUSINESSES NEED TO
LET SALESPEOPLE SELL
Two key dynamics influence the
productivity of todays sales teams:
Companies hire salespeople to drive revenue, but it turns out that the majority of sales
reps spend very little of their time actually doing the jobs they were hired to do. According
to Pace Productivity, just 22% of a typical sales reps week is focused on selling.1
Sales reps lack the right skills to be

effective in this new buyer-driven
economy
Lets face itreps cant close if theyre hamstrung by inefficient processes, left out of the
conversation initiated by marketing, or simply distracted by time-sucking administrative
tasks.
Buyers expectations and companies

selling processes are not aligned
Whats more, considering that sales reps are often not looped in until buyers are two-thirds
of the way though the decision-making process, sales productivity matters now more than
ever. In other words, salespeople need to free up as much of their time as possible to focus
on selling.
Tiffani Bova
VP and Distinguished Analyst, Gartner
So how can organizations set their sales teams up to succeed? Give them the tools, guidance and support they need to do what they do best: sell. In this eBook , well explore ways
to do just that, with a focus on the trends shaping todays buyingand sellingprocess:
Buyer 2.0: The way people buy has changed
How sales reps can transform from solution providers to trusted advisors
The role of content and conversations in todays buying and selling process
Misc.
Why and how sales reps need to tap into data for smarter selling
Lunch Breaks
The tools and technology that help sales reps get more done faster and better
4%
6%
Planning
10%
Travel
13%
Selling
22%
Typical Sales Reps %

of Weekly Hours
23%
12%
Admin
10%
Service
http://paceproductivity.com/files/How_Sales_Reps_Spend_Their_Time.pdf
Order
Processing
Buyer 2.0
THE WAY PEOPLE BUY

HAS CHANGED
Today, sales teams must sell to self-empowered, highly informed super buyers. These
potential customers are incredibly savvy when it comes to tracking down information about
possible vendors and solutions and vetting their options. They are getting information
about companies and their products from an unprecedented number of sources: Internet
searches, company websites, their social network (e.g., Facebook, LinkedIn, Twitter), their
professional communities, news outletsyou name it!
Put simply, todays buyers can access virtually any information, easily compare options, and
instantly validate their decisions with the click of a mouse or touch on a screen.
Today, with buyers now controlling the majority of

the front end of the sales process, sellers must
learn to facilitate a buying processnot conduct
a sales process.
Colleen Francis, Founder and President of Engage Selling Solutions
Buyers no longer want to be sold to

Along the way, most buyers prefer to keep sales reps at arms length as long as possible.
Who can blame them? No one wants a hard sell if they can avoid it. As a result, because
buyers are more in control of accessing information, they no longer depend on sales reps
to narrow down their options and make a shortlist.
Buyers are 57% of the way through

the buying cycle1 before they reach
out to sales.
For complex purchases, this number
jumps to 70%.2
http://www.salesbenchmarkindex.com/bid/91415/Is-57-Your-Buyer-s-Number
http://partnersinexcellenceblog.com/70-of-buying-process-completed-without-sales-invovlement/
Buyer 2.0
THE WAY PEOPLE BUY

HAS CHANGED (CONTD)
Digital signals are key
This sea change in buying has altered the nature of engagement and ways that
organizations interact with buyers. Thats not to say traditional interactionssuch as those
via email, on the phone or in personare dead. It does mean, however, that cold calls
and unsolicited emails are less effective than ever at sparking a conversation with potential
customers.
Just look at the stats: a cold call is only 3% effective, according to an IBM preference study.1
Now compare that to reaching out via a LinkedIn Inmailrecipients are likely to respond to
those outreaches 67% of the time.2
Social buying signals are an

opportunity for sales to listen to
social conversations and pick up on
trends or indicators. When people send
the signal theyre looking for something,
dissatisfied with their current solution, or
need more information on a topic, thats
an opportunity for a seller to engage.
So what does this mean for todays sales reps?
Pay close and constant attention to signals being

given off by buyers in the digital realm. Then
reach out and engage prospects on these new
channels.
http://business.linkedin.com/sales-solutions/prospecting-tool/cold-calling-tips.html
http://www.gmigroup.be/cms/uploads/Presentaties/Klantendag%202013/GMI%20Dynamics%20CRM%202.pdf
Get social
OR GO HOME
At the end of the day, the fundamentals of selling havent changed: what makes a great
sales rep is the ability to establish and nurture relationships and build trust. In todays world,
sales pros can tap into social as a tool that extends those natural abilities, and theyd better
do so sooner than later. Reps ignoring social as a source of their next opportunities will find
themselves left out of every deal.
Theres no doubt about it: social networks such as Facebook, Twitter, and LinkedIn are incredibly valuable tools for making connections and nurturing business relationships, but its
not that easy. Sales reps need a way to tame the firehose, so to speak. They need tools that
help them separate true social buying signals and important moments from social noise
(more about those tools later in this eBook). Otherwise, they end up wasting valuable time,
time they could be spending selling.
Despite these challenges, now that buyers are moving along the path to purchase without
involving sales, its more important than ever for reps to pay attention to these channels.
Remember, by the time buyers reach out, theyve downloaded competitors eBooks, read
online reviews, and may have even asked members of a LinkedIn group for advice on the
products or services theyre considering.
When a seller cant or doesnt engage early with the right people, more often than not,
they have lost the deal before they even started. Ryan Blakely, Dynamics Business
Development Manager, Microsoft
The amount of respondents who

connected directly with potential
solution providers via social networking
channels increased by more than
57%.
DemandGen Report,
The 2014 B2B Buyer Behavior Survey
Sales reps need to do research to

have a meaningful interaction with a
prospect or customer. Social insights
are typically best because they are
real time and provide invaluable
insight into your prospects point
of view and what is important to them
at that given time.
Craig Rosenberg, Co-founder, TOPO
Whats a sales rep to do? How can organizations get a foot in the door, so to speak, without
spending countless hours on social?
Ditch overt sales pitches

The answer is to adopt the principles of social selling. The Aberdeen Group defines social
selling as the utilization one of three techniques1, which include:
Social Collaboration: Sharing information internally or with partners to pool knowledge
on how to generate more leads and sales
External Listening: The gathering and interpreting of information or content produced
by clients and prospects
Think about social selling as

networking or building relationships. Its not about making a quick
sale so avoid anything that gives the
impression youre selling.
External Participation: Providing prospects with relevant and helpful content or

information to build relationships and positively impact future buying decisions
However, lets be clear: the term social selling is misleading. In the social realm, selling
is a no-no. Social is about connecting, informing, and helping. This is how todays reps
influence the buying process before buyers even engage them on a deal.
According to Corporate Visions, 74%

of buyers choose the company that
was FIRST to add value.1
http://www.aberdeen.com/Aberdeen-Library/8256/RB-social-selling-intelligence.aspx
SAVO, Techniques of Social Selling: Just Do It!, 2014,

http://www.slideshare.net/SAVO_Group/techniques-ofsocial-selling-just-do-it-sales-for-life
79% of sales people achieving quota

used social selling techniques. Only 15%
of those who didnt use social selling
achieved quota.1
In fact, social selling was the #1 way
for sales reps to generate their own
leads in 2013.2
Sales Benchmark Index, How to Make Your Number in 2014

Sales Benchmark Index, How to Make Your Number in 2014
Get social
OR GO HOME (CONTD)
Become an expert in your industry
According to Ryan Blakely, Dynamics Business Development Manager at Microsoft, the
key to successfully engaging buyer 2.0 is the following: deliver a steady flow of expertise,
insights, and relevant content that nurtures, teaches and influences throughout the buyers
journey. When done well, buyers see the sales rep as a partner and valuable asset to longterm success.
The best reps establish thought leadership on social channels to become the trusted expert
buyers seek out. As Colleen Francis of Engage Selling Solutions explains, Today, no one
buys from salespeoplethey only buy from experts. And buyers are actively searching for
thought leaders and experts daily. Kendra Lee, author of Selling Against the Goal: How
Corporate Sales Professionals Generate the Leads they Need, continues by saying To
distinguish themselves from the competition, sales reps need to inspire trust in prospects.
Without having a way to monitor your target market

and identify buying signals, youre missing out. CRM
intelligence arms reps with accurate data, buying
signals and events, and connections for getting
an intro.
Brian Kelly, CMO, InsideView
Succeeding in this way requires a disciplined focus on understanding as much as possible

about buyers pressing concerns and then sharing useful and relevant information. Furthermore, until prospective customers indicate otherwise, the information should not be about
the company or its offerings. Rememberif buyers even pick up a whiff of someone trying
to sell to them, theyll likely close the door to any interactions. On the other hand, the sales
reps that deliver selfless value often make the short listand in many cases, close the deal.
10
Get social
OR GO HOME (CONTD)
Use digital signals to jump-start interactions
Effective sales reps monitor and engage with prospective buyers in social channels. Doing
so lets them pick up on signals that give them a reason to reach out or jump into a conversation. In other words, its a foot in the door early in the buying cycle. The trigger could be
something personal such as a key contact receiving a promotion or celebrating a birthday.
It could also be something indicating when a contact is primed for purchase, such as her
company receiving funding or a key executive spearheading a new initiative.
To support their reps, a growing number of marketing and sales leaders are offering their
sales team listening tools, content libraries, and social publishing tools. These make it easy
to stay top of mind and provide thought leadership, as well as real-world advice that actually helps their prospects do their jobs better. Increasingly these marketing and sales leaders
are also partnering to provide social insights on leads, contacts, and accounts, freeing sales
teams to focus more on what matters rather than noodling with their latest tweet.
Through social, sales can identify the

best message, the best communication
vehicle, uncover referrals the list goes
on. And when prospects go dark,
social selling can bring them back.
Kendra Lee, author of Selling
Against the Goal: How Corporate
Sales Professionals Generate the Leads
they Need
Always be connecting
Jill Rowley, an incredible social selling thought leader (see page 37 for her complete interview), called us out on the title of this eBook. She believes that when it comes to social
selling, its not Always be Closingits Always Be Connecting. As she says, The Modern
Sales Professional uses social networks like LinkedIn and Twitter to find, listen, relate, connect, engage and amplify her buyer, the buying committee and their sphere of influence.
When the empowered buyer is ready

to reach out and talk, they often feel as
if they have to step back in the buying
process to get on the same page as
sales.
We could not agree more with this. While it may not be possible or even smart to connect
with everyone in a company on social channels, connecting socially should be a key focus
for any organizations top accounts. Its important to remember not to connect just for
connectings sake. This isnt the equivalent of building up a Rolodexits about building
relationships.
Tifffani Bova, VP and

Distinguished Analyst, Gartner
TIP: Get your entire company to follow your top ten prospects on Twitter and LinkedIn.
These potential buyers will notice.
11
Get social
OR GO HOME (CONTD)
The smartest reps are extremely targeted in who they reach out to (another tip from Jill
Rowley). They also take the time to research that person to give context as to why they
want to connect. Perhaps most importantly, they offer free, valuable insights or advice.
According to Rowley, The Modern Sales Professional doesnt sell; she serves. She doesnt
sell; she helps. She doesnt sell; she facilitates a buying process. Doing so gets a buyers
attention and quickly dispels the notion that the rep is all about making a quick sale.
In fact, this advisory approach boosts the likelihood that prospects will share their contact
information or agree to a demo, for example. As Colleen Stanley, founder and president of
SalesLeadership, Inc., says, Most people view salespeople as self-centered, Lone-Ranger
types. The best salespeople I know are generous. Generous people enjoy the law of reciprocity. When you give, you get. Barbara Giamanco, president of Social Centered Selling
and co-author of The New Handshake: Sales Meets Social Media, agrees. the focus is
not on your company or what you sell, it is in offering something that is educational. Giving
is more important than getting. Giving first leads to more opportunities over time.
TIP: Before reaching out to someone on LinkedIn with a cold connect, take a few minutes
to discover similarities or recent developments, such as promotions or job changes. A little
can go a long way here and in the long run youll be way more productive making a few
smart connections than hundreds of meaningless ones.
Key takeaways
Give your sales team social insights on their leads, contacts, and accounts.
Provide reps with content and tools that makes it easy for them to be productive on
social.
Make social connections on LinkedIn and Twitter a key part of the process workflow for
top accounts.
TIP: To make sure sales reps effectively engage in social selling, train them on the tools and
processes and help them build and maintain strong social media presences.
12
Special Guest Chapter
Real-world tips for building

relationships and closing more
deals on LinkedIn.
by Jason Miller, Senior Content Marketing Manager, LinkedIn
@JasonMillerCA
Social Selling is the way forward for modern-day digital

sales reps that are looking to exceed their quota and
become a sales linchpin within their organization. In this
world where relationships are the new currency, the sales
folks with the best networks will become rock stars. Why?
Because theyll be the ones who connect with and glean
insights about decision makers via social channels to move
deals along.
So how can a sales professional best utilize LinkedInthe
worlds largest professional networkfor social selling? It
boils down to three things:
1. Build your network on LinkedIn
2. Identify prospects
3. Engage with them
13
Special Guest Chapter (Contd)

@JasonMillerCA
Here are 10 ways that best-in-class sales teams

use bleeding-edge Social Selling techniques on
LinkedIn to be more productive:
1
Lay the foundation with a solid company page.

Once companies begin implementing a social selling strategy, its vital to establish
a home base on LinkedIn for messaging, content, products/services, and
campaigns. Post helpful, targeted content consistently, and encourage current
customers to follow the companys page. When an extra push is needed, try
using a Sponsored Update to reach beyond the companys initial following.
The whos viewed your profile play.
Funnelholic and Social Selling expert Craig Rosenberg uses this technique. He
says, On LinkedIn the prospect clicks on YOU. You arent nameless sales guy x
calling me againthey looked at your profile. Its a prime opportunity to talk to
potential buyers. Isnt that better than checking in? They see your face, glance
at your headline and summaryIt is especially effective with people you have
already connected with. (Think lead nurturing).
Use InMail for personalized emails.

Matt Heinz from Heinz Marketing recommends taking three minutes to learn
three things about someone before reaching out to them, and I absolutely agree.
Reps should leverage the insights they gather from profiles and other social
networks to indicate theyve done research on the person theyre connecting
with. For example, reference a blog post or speech given by that person.
Organize prospecting with LinkedIn contacts.

With LinkedIn contacts, sales pros can combine their address books, emails
and calendars, and keep them up to date in one central place. LinkedIn will
automatically pull in the details of past conversations and meetings, and add
those details directly into the prospects profile. Reps can take it a step further by
utilizing Tags, Notes and Reminder features as well.
14
Special Guest Chapter (Contd)

@JasonMillerCA
Leverage the power of LinkedIn Groups.

LinkedIn Groups are a great way to build a personal brand, but theyre also terrific
for reaching out to group members as if they were a first-degree connection. In
addition, group members are also able to view the profiles of other members of
the same group without being connected.
Give wings to LinkedIn Updates.

When reps post an update to LinkedIn, with a check of a box they can easily
syndicate that update to share it with their Twitter followers as well. Just select
the Public + Twitter option in the Share With dropdown before clicking Share in
the LinkedIn update composer.
Leverage @mentions in Status Updates.

In 2013, LinkedIn rolled out the ability to tag or @mention other users and
companies in status updatesmuch like the way it works on Facebook and
Twitter. Want another LinkedIn user or company to see a status update? Include
the @ symbol immediately followed by the users/companys name in the update.
That user or company will get alerted about the mention, and their name will
also link to their profile/page in the status update itself.
Apply the 4-1-1 Rule.

The 4-1-1 Rule, coined by Tippingpoint Labs and Joe Pulizzi of the Content
Marketing Institute, states:
For every one self-serving tweet, you should retweet one relevant tweet and
most importantly share four pieces of relevant content written by others.
Its easy to apply this simple rule to activities on Personal Profiles and LinkedIn
company page. For social selling, the 4-1-1 Rule is particularly useful when
applied to building relationships with prospective customers. This helps reps
foster an informative dialogue regularly and also keeps them at the forefront
of prospects minds as they move through the buying process. As Jay Baer says,
Sell something, get a customer for a day. Help someone, get a customer for life.
10
Get employees in on the discussion.

LinkedIn isnt just for marketing and sales folks. In fact it gives everyone in an
organization a path to become a thought leader and establish their personal
brands. Consider third-party apps like GaggleAMP and Addvocate to empower
employees to share the companys most important content with their networks.
Take a cue from the marketing team.

Reach out to the folks on the companys social, content and PR teams as they
are likely seasoned pros at posting great content and engaging within social.
For example there are many parallels between social selling and influencer/
customer marketing. These teams can likely provide tips around the messaging
and content that resonates with the companys target audience. Sales reps can
then apply that strategy to interactions with their prospects.
15
Tell a story
THAT INSPIRES ACTION

Weve already spelled out that sales reps need to be seen as a valuable resource for buyers,
and weve outlined how they can do that by establishing themselves as the go-to-resource
for all the information a buyer would need about top-of-mind issues, the latest industry
trends and relevant solutions. By cutting through all the clutter and funneling only the most
relevant content to prospects, reps further their role as a trusted advisor.
Consistency in sharing best practices and insights

develops high credibility, trust and sales.
Elinor Stutz, CEO of Smooth Sale
But lets not forget the job they were hired to dosales pros need to effectively sell their
companys product or service. Getting there means putting prospects and customers at the
center of the vision theyre painting for them, and educating and entertaining them as they
lead them down the path to purchase. It means engaging buyers with a story that compels
them to act, one that answers the questions: Why do anything? Why now? Why us?
According to Brian Kelly of InsideView, Thought leadership can contribute significantly to
all three by informing the market of your value, instilling urgency and differentiating over
the competition.
Make the buyer the hero of the story

Julie Hansen, Founder of Performance Sales and Training, picks up on that thread, saying
effective storytelling can do a lot to quickly move buyers along the path to purchase. A
good sales story can draw prospects in and get them emotionally involved and inspire
action, in a way that hammering them with facts and figures simply cannot. And because
emotion plays a critical role in our ability to remember, good sales stories are extremely
effective in making sure that our message is remembered by busy prospects at the time
they are ready to make a decision.
As weve moved from information

scarcity to information abundance,
its critical that the content companies
offer breaks down the buyers current
beliefs and replaces them with new,
unexpected ones that lead back to
the vendor.
The story sales repsand their contenttell needs to:

Convince prospects that the status quo is unacceptable
Educate them about their problems and options for overcoming them
Inspire them to make a change and overcome objections to making a change
16
Tell a story
THAT INSPIRES ACTION (CONTD)

And heres why its critical that sales reps provide this type of content: according to research
by the Corporate Executive Board (CEB), many suppliers are churning out more and more
content in the hopes of capturing more customer mindshare. This approach, however,
creates even more noise and even less differentiation and does not help suppliers escape
the commoditization trapbuyers perceive little difference between the business value
various suppliers can offer.1
Dont distract sales reps with non-selling activities
When sales reps are interacting with

buyers who present a roadblock or
key question, they need content
that helps them get them through that
roadblock. Marketing needs to create
that content.
Whether called thought leadership or something else, sales reps dont have the time to
create this content. In fact, a 2014 Sirius Decisions study revealed that 65% of companies
sales reps spend too many hours on non-selling activities, including digging up resources
and tailoring presentation materials.2 Thats hardly the best use of their time.
The answer is for sales and marketing to work together closely to make sure the content
their organization produces will truly hit the mark. Then sales needs to pay attention to
how and when that content is consumed. Smart reps know that content assets map to the
buyers cycle and can pinpoint when a prospect is ready to talk. That means they can strike
while the iron is hot.
Just rememberonce reps are talking to prospective buyers, they need to carry on the
conversation thats already been triggered by the companys content. Thats one more
reason its important for marketing and sales to be in lockstep.
TIP: Get agreement from marketing that theyll keep sales informed of every new content
asset: the target audience and buying stage, key message, where the asset can be found, and
talking points when sales reps are following up with prospects or customers.
Key takeaways
Tell stories that give prospective buyers an urgent reason to depart from the status quo.
Arm sales reps with content that fuels interactions.
Prepare sales pros to continue the conversation started by the companys content.
The Corporate Executive Board Company, From Promotion to Emotion: Connecting B2B Customers to Brands, 2013
http://www.savogroup.com/blog/sales-productivity-efficiency/
17
Get the edge
WITH SOCIAL INSIGHTS

If buyers no longer want to be sold to but do want relevant information and insights, whats
a sales rep to do? The answer is for them to tap into all the data at their disposal to inform
smart interactions. Doing so makes it easier to engage when the moment is right and
deepen connections over time.
There are plenty of golden nuggets to unearth in the social sphere. While salespeople can
glean lots of information through social listening and by participating in the social channels
where prospective buyers spend time, spending endless hours sifting through social data
isnt the most effective strategy. It can quickly overwhelm even the savviest of reps.
Intelligence about your prospects and

customers is imperative to effective
selling. It enables reps to be relevant
and timely with their outreaches,
prioritize accounts, and increase
probabilities to close/win deals.
Brian Kelly, CMO, InsideView
In 15 of the US economys 17 sectors, companies

with more than 1,000 employees store, on average,
over 235 terabytes of datamore data than is
contained in the US Library of Congress.
McKinsey Global Institute
Help sales make sense of social streams

That said, sales reps also cant afford to ignore this stream of information. Recognizing this,
todays top organizations enable their teams to make sense of social interactions and social
buying signals without drowning them.
Brian Kelly, CMO of InsideView, calls this giving your sales team the knowledge advantage.
And he advises the best way to empower them is to provide a tool that monitors and alerts
reps of buying signals and other account activities. That way, they can prioritize interactions,
understand whats top of mind, and engage with timely, relevant messages.
Focus sales on relevant insights

Smart organizations are also providing their sales teams with access to CRM tools with
embedded social intelligence. With real-time feeds from leading social channels connecting
directly to lead and account contacts, these CRM systems allow reps to cut out the social
noise and focus on the insights that matter. That means they can reach out when the time is
right and communicate about the topics that matter. Plus, with all the intelligence they need
in one place, they can cut the time spent on pre-call research by over 70%.1
1
InsideView, http://learnmore.insideview.com/Microsoft.html
18
Get the edge

(CONTD)
Here are three great ways to take advantage of
social intelligence embedded in CRM:
Find and connect with new prospects
Tap into social networking contacts to jump-start warm lead-generation efforts.
Identify prospects by focusing on conversations and topics relevant to your product or
service.
Engage in more meaningful conversations
View social networking conversation history within the customer system of record.
Utilize interests and discussion threads for more relevant conversations.
Better understand your customers

Gain a more holistic customer view by instantly seeing a social networking profile for each
contact.
Better track relevant professional events such as job changes and promotions.
Identify chief online champions and influencers.
Work your internal network

The power of social doesnt stop there. The hallmark of every successful sales rep is finding
ways to take advantage of every resource possible to get the deal done. Some claim that in
the most effective sales teams, strong sellers dont merely execute their day-to-day tasks
well they rely on collective skills in ways that werent possible just a few short years ago.2
Reps need to harness the power of their own social networks, namely their colleagues. Its
just a matter of tapping into the combined social intellect of their companies by working
like a network.
Thats why so many organizations are adopting enterprise social networking applications
like Yammer. Heres good reason to follow in their footsteps: the 2014 Miller Heiman Sales
Best Practices Study found that 91% of world-class organizations collaborate across all
departments to close large deals, while only 53% of all organization collaborated on large
deals.3
Harvard Business Review Blog Network, Why Individuals No Longer Rule on Sales Teams by Brent Adamson, Matthew Dixon and
Nicholas Toman, January 9, 2014
http://www.millerheiman.com/knowledge_center/knowledge_center_articles/sales_performance_research/2014-miller-heiman-sales-bestpractices-study-exec/
19
Companies using enterprise social

networks saw business productivity
rise by as much as 30%.
McKinsey Global Institute,
The social economy: Unlocking value and productivity through social technologies, July 2012
Get the edge

(CONTD)
Using an internal social network, sales reps can collaborate more effectively and query their
colleagues directly. Just think how much time theyll save finding information and getting
relevant answers.
Arming sales reps in this way should be a top priority for sales management. By better
collaborating with their colleagues, sales reps often feel more engaged at their companies.
Research shows engaged employees are more productive. Clearly, when were talking
about the sales force, thats a direct impact on the bottom line.
Sales no longer happens in a silo.

Salespeople need to tap into the
combined social intellect of their
company.
TIP: To encourage collaboration and adoption of enterprise social networking tool(s),

highlight a sales opportunity where the sales team rallied around a deal to win.
Key takeaways
Make it easy for sales to tap into social insights and other data about prospective buyers.
Facilitate internal collaboration.
21
Connecting in the age of the customer
HARNESSING TECHNOLOGY FOR

BETTER SELLING
Whether its the Internet or mobile devices, technology has changed the way buyers are
buying, allowing them to plug in from anywhere to do their own research. But its also
changed how salespeople sell. Now, reps can work from anywhere, present from anywhere,
sell from anywhere. With the right devices and software, sales reps can:
Cut through the clutterto zero in and easily identify what they need to do next
Find a relevant way to connect with buyers so they can win faster
Easily collaborate with people, to find and access the information they need to ultimately
sell more
As James Oldroyd, Assistant Professor of International Business at Fisher College of Business,

Ohio State University explains, You want to send a better email? There are tools to help
you. You want to measure your response to the email? There are tools to help you. Every
step, when to respond, how to respond, how to follow up, how to build a relationship etc.
can be measured and optimized.
Ubiquitous selling means spreading

client attraction and retention efforts
wide and far, using a multitude of
approaches so that the target market
finds you wherever they go. Ubiquity
involves using every tool available to
you and not just relying on the telephone or email as too many sellers do.
Colleen Francis, founder and
president of Engage Selling Solutions
The most important thing is to base your sales

strategy and process decisions on what your buyers
want.
Identify the processes that work

Its all a matter of choosing the right tools for the job at hand. Its also critical, however,
to use technology to support the best way of working. Tiffani Bova of Gartner advises
organizations not to put the cart before the horse: Technology for technologys sake
doesnt help anyone, and rolling out tools which users find no value in or dont know how
to use puts a strain on any organization. If the organization is willing to change, then they
cant look at technology as a way to automate and improve processes. Technology must be
used to support (new) processes, which are built from new ways of thinking about how to
create a top performing sales culture.
Progressive companies are

changing business processes to
adapt to a new style of work influenced
by mobile devices, collaboration tools
and social technologies.businesses
are changing processes to embrace the
new business buyer...1
Avanade, GLOBAL RESEARCH SHOWS MOBILE AND

SOCIAL TECHNOLOGIES COMPLICATE B2B SALES
PROCESSES; BUSINESS BUYERS MIMICKING CONSUMER
SHOPPERS, November 19, 2013
22

BETTER SELLING (CONTD)
In fact, formalizing sales process workflows is key to increasing productivity. Think of it the
way a data scientist would. What elements around an opportunity provide true insight into
pipeline? What key markers of success should the sales team focus on? Its not enough
to rely on the instinct of the sales force (as solid as that might be). Companies need to
determine the key indicators for each stage in an opportunity. Not only does this reduce
guesswork, it can provide sales managers with actionable feedback on how a rep can
improve.
Now that weve covered the basics when it comes to laying a solid foundation, heres a
rundown on the latest tools designed to take sales productivity to new levels.
A modern CRM solution can better enable sales

Theres little question that CRM systems are the de facto tool for sales, but in the past,
CRM systems werent built to help salespeople do their job. They were made for reporting
purposes, so the management team could get an accurate view into forecast. We call those
systems of oppression. Salespeople had to take time out of their day to keep the system
updated. Those systems are a drain on productivity and dont help reps do whats needed
to sell. Even systems created just 10 or so years ago arent optimized for what a sales
person needs to do today.
Lets consider what happens when reps get a lead. They have to log into one application
(i.e., the CRM system) to see the lead, then open a browser to start researching that person
and company on the buyers company website and on social networks.
My ideal sales dashboard shows all

of my teams activities and presents
it in a way that allows us to make
smart decisions. Ideally, it would
track phrases that resonated most with
buyers based on the circumstances,
and would track the best questions for
each of our buyer types.
Lori Richardson,
founder and CEO of Score More Sales
All of this takes time, can lead to distractions, and still often leaves reps short on information.
Once sales finds the opportunity to connect, they need to get as educated as they canas
quickly as possibleto identify a way to provide immediate value.
As Colleen Francis, founder and president of Engage Selling Solutions explains, The CRM
system must be the hub for all sales templates, proposals, marketing materials and coaching
dashboards. If everything sellers need is in one place, they will use the tool completely.
When CRM is being utilized to its fullest extent, the team will be more productive and the
organization will have a more predictable sales forecast.
The good news is that CRM technology has evolved to help sales reps conduct research
internally and externally, collaborate with colleagues, make connections on social networks,
and focus on the buyer. The result is a modern selling experience that facilitates interactions
and sales.
23

BETTER SELLING (CONTD)
Put predictive analytics into the hands of every rep
Today sales can also tap into the power of predictive analytics and dashboards to identify
promising opportunities. In a nutshell, predictive analytics makes it possible for everyday
businesspeople to query data using natural language and checking off boxes for instant
and visual results. Specifically, they can apply analytics to data sets and easily see possible
future outcomes. Many call this the democratization of data. No matter what its name, its
all about putting important insights directly into sales reps hands.
Imagine entering the query show all customers by geography and lead source over the
past five years and predict the likelihood of repeats. Or think about being able to take
note of when a certain segment of prospects is typically ready to speak to a rep. The sales
team can reach out when the opportunity is hot. They can even pinpoint when existing
customers are most likely to purchase an additional product or service, and jump on crossand upsell opportunities.
But sales pros need an easy way to view and analyze all that data. Thats where the
dashboards in CRM systems shine. With it, sales pros can easily:
Visualize data in a clean way
Easily draw conclusions from trends
Make the right decisions when it comes to assessing the health of their pipeline,
prioritizing the hottest leads, and focusing on the right deals
Arm road warriors

At the same time, sales apps need to do one thing: Help sellers close more deals faster
wherever they are. The smartest organizations are responding to the BYOD trend by
empowering reps with a secure way to access information, content and colleagues via their
mobile devices, whether smartphones or tablets. Doing so keeps the sales team happy,
focused and productive.
Organizations doing business on a global scale need to help their reps to do their jobs
more effectively around the world. Until recently, this meant establishing field sales offices
in every location where the company did business. But with todays advanced tools, a new
approach is possible. For instance, Skype instantly translates conversations, enabling teams
to knock down language barriers and easily sell in global markets.
Key takeaways
Consider the way the sales team prefers to work when selecting tools to support them.
Use technology to automate as many processes as possible.
Provide tools that streamline the sales process from beginning to end.
24
There you have it...
A few best practices and tips to help

you sell effectively in the modern era.
Read on to hear from some of the
worlds top sales thought leaders.
25
Insights from
the experts.
We published these responses from some of the

worlds most influential sales thought leaders, raw
and unfiltered. While the views expressed here
may not necessarily reflect the views of Microsoft
or endorse Microsofts products, we are all about
diversity of opinion and open dialogue. We believe
this is the best way we can support our customers.
26
Insights From The Experts:

VP of Demand Generation, Docusign
@meisenberg
Meagan Eisenberg
Why is sales productivity a key issue today?
Sales productivity is a critical measurement for the success of
any sales and marketing organization. When you increase sales
productivity you reduce your costs of sales and increase your speed
to revenue. Sales resources are expensive and hit the bottom
line, and for SaaS companies, a lower cost of sales and marketing
to revenue nets higher shareholder value. Sales enablement
should be a joint responsibility between sales and marketing to
improve sales productivity. From onboarding and continued sales
training to compensation, measurement, and sales tools all
areas need continual focus and ongoing enhancement. According
to SiriusDecisions, 52% of lost sales are due to a failure in sales
enablement.
Has the buyer process replaced the sales funnel?

If so, what are the implications for sales reps and
leaders?
We hear stats that more and more of the buyers journey is online
and occurs before there is an actual connection with sales as high
as 70%but the buyer process will rarely if ever replace the sales
funnel. The buyers process or journey will overlap and run parallel
to a companys sales funnel. So we need to make every effort to
align the buyers journey with our sales cycle and communicate the
right message at the right time. Marketers may need to take on
more of the sales role in the early stages of the funnel with content
and education. As sales reps and leaders, we need to make sure
we partner with marketing to have the relevant content online so
that the buyer can self-educate and reach out to sales as needed
and when ready. And we need to monitor our buyers activity
and proactively engage at the right time by providing sales with
the tools to monitor and the content to respond to prospective
customers. Our communications and nurture programs should
also align to the stage that the buyer is in so we dont lose them
from our funnel or fail to realize theyre not ready to engage. At
DocuSign, we are careful to align the buyers journey of Need
Learn Evaluate Negotiate Purchase Implement Advocate
to our sales cycle with the relevant content syndicated at the right
time in that journey.
What are your top tips for improving sales

productivity?
My top tips are education, lead qualification process and sales
toolsnot to mention hiring the right folks. From the moment you
onboard your sales reps, you need to effectively train them on your
solution, on the buyer persona and journey, on discovery questions,
on the content available for them to educate and move the buyer
through the gates, on competitors and typical objections, pricing,
and on the sales tools available to them. And then you need to
reiterate and trust, yet verify, they digested the learnings and are
applying them correctly.
As far as lead qualification, you need to partner with marketing to
ensure you agree on the buyer personas, and what makes for a
quality lead. Agree on the scoring criteria and how you mark the
incoming leads for priority order. Make sure sales are focused on
the leads most likely to convert.
And pick your sales tools for the entire funnel. As soon as a lead
comes in it should be accurately scored by your automation
platform for priority order, and sales should have the appropriate
scripts, content and qualification criteria to move them through
the funnel quickly. As they get ready to close the deal and send
out the contract, you should arm them with DocuSigns Digital
Transaction Management platform to save money and quickly close
the deal online. No need to chase the paperwork, print, sign, fax or
overnight.
What are your suggestions for truly aligning

sales and marketing around the empowered
buyer?
For sales and marketing to align around the empowered buyer,
they need to have three things:
1. Build the models together,
2. Transparency in all results and metrics, and
3. Habitual communication.
People commit to and enforce things they helped build. Sales
and marketing need to build the following together: the waterfall
definitions and stages, buyer personas, lead flow model, lead
scoring and qualification models. They need to monitor the results
of the models and continually troubleshoot, improve and enhance.
And sales and marketing must have constant communication on
a weekly basis where feedback is welcomed and freely shared as
part of the improvement and alignment process. Like any good
relationship, communication makes a huge difference.
27
Meagan Eisenberg (continued)

What new processes and technologies must
sales harness to succeed in todays era of the
empowered buyer?
Why are social selling and social insights

important to an overall sales strategy and what
are the top ways reps can tap into these?
SiriusDecisions has some great models and processes for sales to

harness from persona creation to waterfall metrics and conversions
to lead scoring and nurture best practices. As far as technologies,
the list is only growing with the marketing and sales clouds being
built out across some major contenders. The Gartner quote
CMOs will spend more than the CIO by 2017 has already come
to fruitionwe already spend more at DocuSign in marketing
and sales software. We started with our core technologiesCRM
and MAP (Marketing Automation Platform) at the end of 2011.
Once we had our MAP platform in place we added on many other
technologies.
We run more than 15 marketing technologies for our B2B business
with several directly enhancing and improving sales productivity.
Twitter and LinkedIn aid in our focus and training around social
selling and understanding the prospects interests.
Social selling and social insights are definitely part of the sales
arsenal and should be adopted if not already by savvy sales
reps. We train our reps regularly at DocuSign on the latest social
selling techniques within LinkedIn and Twitter. And DocuSign uses
LinkedIn within CRM. Peer-to-peer introductions and referrals
are still the fastest way to convert a buyer into a customer, as
well as the number one trusted source for many buyers. And by
monitoring a buyers activities and interests on social sites, such as
Twitter, we can better form not only a relationship with the buyer,
but also a solution that matches their needs and in turn convert to
a sale faster.
And of course we use our own technologyDocuSignto close

business faster by expediting the sales contract process.
If you could see any information about your

leads, contacts, and accounts in your sales
dashboard, what would that be?
Interest and engagement are key for a sales rep to prioritize
who to talk with first and how to frame the best conversation to
improve conversion rates and sales productivity. At DocuSign, we
provide our sales team with insights to the lead and contacts web
activity, form submissions, online search terms, social activity, email
response and more. All of this adds up to a 360 degree view of the
prospect. And now with the harnessing of big data, we can provide
external data around finances, social activity (hiring for instance),
web presence, and software they leverage. All of this provides
triggers for sales to map to our existing customer DNA to improve
conversations and fit to our solutions. Of course, we would all love
to provide the BANT answers upon receiving a lead, but we have a
ways to go for that without sales intervention and qualification.
28

Director of Marketing, SBI, Sales Benchmark Index
@cdieckmeyer
Christina Dieckmeyer
To have the most productive sales force, sales leaders must have
an effective strategy in place. The use of a sales strategy means
the leadership team allocates resources efficiently, and can get the
most production from his/her sales force. The objectives of a sales
strategy should be:
Align the sales strategy with buyer needs
Align the sales strategy with the corporate strategy
Alight the sales strategy with product/solution strategy
Capture the available market by outselling the competition
It is key to have an operating plan in place to ensure a productive
sales force.

leaders? You must define your buyers process and create Buying
Process Maps. Buying Process Maps are sales tools that map the
decision making process used to purchase a product, service or
solution. This provides the sales team a blueprint so they can get
into deals early enough to win them. The use of one means that the
buyer and seller are completely aligned resulting in the elimination
of blown opportunities.
According to SBIs research, there are several key benefits to Buying
Process Maps.
42% longer buying cyclewith a Buying Process Map in place,
sellers are more than twice as likely to get engaged with a buyer
early enough to help define the problem.
113% greater chance to engage with a buyer prior to the
Options phase. The Options phase of the buying process is when
the buyer has already defined the problem, and is determining
what options can solve this particular problem.
47% fewer competitors involved in each deal
37% higher win rates
26% higher average deal size
Your internal sales process and how you have defined your
customers buying cycle should be aligned for the greatest chance
of success.

productivity? One way to improve sales productivity is to
complete a Sales & Marketing Assessment. The objectives of Sales

& Marketing Assessment are:
Identify, validate and quantify the opportunities for growth

Prioritize the opportunities for growth based on the financial
return, level of effort and probability of success.
Get all major stakeholders to buy into the sales and marketing
plan.
A Sales & Marketing Assessment will result in a set of
recommendations and a plan to implement the recommendations
to accelerate revenue growth.

buyer? Decision makers today are overwhelmed. They are
suffering from information overload. How do you stand out? To do

this, marketing and sales must recognize the problem, understand
the new buyer, and work together to embrace the new trend.
Marketing has a strategy and sales does too. Though often, the two
are not integrated. As a result, there are serious issues for resource
allocation. Time and money go to waste, the sales funnel springs
leaks, and the goals arent achieved.
The solution is to align the marketing and sales strategy, and
integrate the processes for effective handoff points. This allows the
teams to focus on the mission critical initiatives that contribute to
the most revenue growth.

empowered buyer? The new buyer is well informed,
technology enabled, saturated with media and suffering from

information overload. As a result the buyer self-directs his
educational process in search of a solution to his problem. Our
research shows that in 2014, 69% of the B2B buyers journey will be
complete before the buyer ever communicates with the sales force.
Sales leaders have two choices. The first choice is stay with the
status quospend time, money, and effort in the 31%. As a
result, every deal will be competitive. They will be unable to get into
deals early enough to influence the customers evaluation criteria.
Our research suggests that if you make this choice you are going to
miss the number more than half of the time.
The second choice is to embrace the trend. Spend time, money and
effort in the 69%. By doing this Sales leaders are not competing
on price and win deals with little competition. SBI research shows
that sales forces doing this are 56% more likely to make the
number.
29
Christina Dieckmeyer (continued)

important to an overall sales strategy, and what
Social selling is a modern prospecting methodology that fills the
funnel with opportunities. It generates meetings with decision
makers inside of target prospects. Top reps can use social selling
to make their number without any dependencies on other
departments.
SBIs research has shown that Social Selling is:
The #1 source of rep generated opportunities (note: 70/30 split
sales-to-marketing best-in-class)
The #1 shift in sales training dollars (note: 48% budget increase)
The #1 Lead to close conversion rate (note: 15% from first
contact inside 12 months vs. 3% marketing sourced)
There are 3 steps to achieve Social Selling Excellence:
Profiles. You must create a world class LinkedIn profile. Prospects
rely on the web, and specifically LinkedIn, to do their research.
Not just research on problems and their solution options, but on
people who can help them in their journey.
Reach. You must increase the reach of the sales force. This is
done by multiplying the number and quality of connections
in their LinkedIn database. Sales teams will make or miss
their number based on the quantity and quality of the teams
connections.
Referrals. You must generate referrals amongst buyers. To
monetize the database, a process is needed to get warm
introductions to decision makers in target accounts.
30

CMO, InsideView
@bkkelly
Brian Kelly
Provide top three pieces of advice you can share
with aspiring sales leaders.
1) Know your buyer. Sounds like motherhood and apple pie
and sales 101, but I am constantly running into organizations
that dont have a solid understanding of their buyers. What are
their pains and priorities, how do they measure success, what is
their modern buying process? How can you respectfully sell, or
bring value to the table if you dont understand what makes your
buyers tick and how you can move the needle for them and their
organization? By understanding your buyer and their buying
process across these dimensions, your reps can more effectively
prioritize accounts and engage with timely, value-based,
compelling messages.
2) Give your team the knowledge advantage. Intelligence about
your prospects and customers is imperative to effective selling.
It enables reps to be relevant and timely with their outreaches,
prioritize accounts, and increase probabilities to close/win deals.
Dont make reps spend half their time doing account research
and tracking. Their time is better spent selling, but selling smart.
Give them a tool that monitors and alerts them of buying signals
and other account activities that allow them to prioritize accounts
and engage with timely, relevant messages. Prospects are 32%
more likely to reply to relevant messages, but sales reps spend as
much as 42% of their time doing research. Tools like InsideView
automate the delivery of account intelligence.
3) Get aligned with marketing. Marketing is your friend more
than ever. Marketing has the reach and ability to significantly
impact close rates. Most marketers are now measured on
revenue (or certainly should be), meaning they have to deliver
leads that convert to revenue. And marketing programs are
more focused than ever on not just top-of-funnel leads but on
programs that bring in leads mid-funnel and nurture all the way
to close. Marketing programs should be completely aligned
with your sales process. They should nurture and acquire leads
with the same persona messaging being delivered by your reps.
The result is a consistent lead-to-revenue process that more
effectively moves deals to close. A key way to this alignment
is the flow of lead information from marketing to sales. The
lead should hit sales in a complete and accurate form. And by
complete I mean not just contact name and contact info, but
all the news and social buzz associated with the account. Right
there, ready to use. The key being, the master customer and
contact data needs to come from a single source, needs to be
highly accurate, and needs to include insights and connections
for true sales-ready leads. The result: Sales loves marketing for
killer leads, and marketing loves sales because they convert the
leads to revenue.
How important are social selling and social

insights to your overall sales strategy and why?
Very important. We leverage insights in both sales and marketing in
a few ways:
1) We look for buying signals. Buying signals can be seen in a

couple ways. The first is seeing news that indicates a buying
process could be underway. For example, you sell office
furniture, and a company just announced an expansion. Second,
a prospect is posting questions in social groups that indicates
theyre doing research for a certain product or service.
2) We engage with our market in social. We respond and contribute
to social posts, questions, and comments to show we care and
can help improve their business. By engaging, you not only
answer the individuals question, but the interaction is seen by
potentially thousands or even millions of people.
3) Contributing thought leadership material and moderating
industry groups. This is a great way to establish thought
leadership and market leadership. We moderate a few groups
that have developed into very active and engaging forums for
sharing ideas, discussing best practices, and getting questions
answered. This has established InsideView as a thought leader in
Social Selling, CRM Intelligence, and Sales Intelligence.
What are the top 3-5 ways marketing can better

support sales?
1) Making sure the programs and content are aligned with the
buying process, with an emphasis on overcoming the biggest
barriers.
2) Deliver leads that are complete, accurate, and truly qualified.
3) Establish thought leadership in your industry.
How important is content and thought

leadership in the sales process and why? Its a
must-have. Were trying to answer the three key questions: Why do

anything? Why now? Why us? Thought leadership can contribute
significantly to all three by informing the market of your value,
instilling urgency, and differentiating over the competition.

The sales funnel should be aligned with the buyer process, at a
minimum. Its part of understanding your buyer and guiding them
to close. If youre not aligned with the buyer process, your sales
process will be less efficient and effective. The tools and technology
are available to monitor buyers and be timely with engagement
and messages. Why wouldnt you?

empowered buyer? I believe that CRM Intelligence is
required for effective sales. Without having a way to monitor your

target market and identifying buying signals, youre missing out.
CRM Intelligence arms reps with accurate data, buying signals and
events, and connections for getting an intro. This information is
delivered directly within CRM for easy access.
31

Founder and President, Engage Selling Solutions
@EngageColleen
Colleen Francis

Sales productivity is required to maintain a high-performance culture. Top-performing organizations manage their teams to ensure
80% or more are hitting targets (and poor performers are coached
up or out quickly). In a typical sales organization, 10% of salespeople overachieve, always exceeding their target. Another 20%
underachieve dramatically and are considered deadwood. And
70% are average, performing inconsistently and regularly missing
their quotas. Top-performing companies build an entire team of top
performers. To do this, they ruthlessly manage productivity and get
rid of their average, not merely their underachieving, deadwood.
Their tolerance level is far below what most companies will endure.
I call this Find the best, remove the rest.

leaders? Its not the funnel that has been replaced but the sales
process. Today, with buyers now controlling the majority of the front
end of the sales process, and, with over 57% of buying decisions
being made before a seller is contacted, sellers must learn to facilitate a buying processnot conduct a sales processand adapt
their sales process to be aligned with the way their buyers are
buying. The sales funnel remains a critical tool for sellers to use in
managing their business but it must be adapted to reflect the new
processes buyers are using to buy.
What are the most important elements of a sales

story, and how can effective storytelling accelerate prospect movement through the buying
cycle? Real-life examples and metaphors. Real-life examples
because buyers want solid proof that businesses like them are using
the products successfully. Buyers care little for why you think you
can help them but they care deeply about what others have said
about your help. The smartest sellers use a combination of case
studies, examples and testimonials in audio, video, and text format
to prove to their prospects that they have a long history of success.
Metaphors are critical because they make the abstract clear, create
a sense of familiarity, trigger emotions, draw attention, and motivate action. As people buy emotionally and justify logically, the right
metaphor can be the difference between winning and losing a sale.
What new processes and technologies must sales

harness to succeed in todays era of the empowered buyer? Ubiquity. Ubiquitous selling means that you are
spreading your client attraction and retention efforts wide and far,
using a multitude of approaches so that your target market finds
you wherever they go. Ubiquity involves using every tool available to you and not just relying on the telephone, or email as too
many sellers do. In this way, the lines are blurring between sellers
and marketers. The most successful sellers are not relying on their
marketing departments. Instead, they are using marketing as a
springboard to be more leveraged in the marketplace, ensuring
prospects exclaim hey! I see you everywhere!
What are the top three pieces of advice you can

share with aspiring sales leaders?
Coach your team 3 hours per month at a minimum. Sellers that
are coached 3 hours or more per month achieve on average
107% of target. Sellers that are coached 2 hours a month achieve
less than 90% of their targets. Coaching is a no-brainer.
Monitor and measure leading indicator performance indicators
such as pipeline health, number of calls, hours on the phone, the
number of meetings, proposals, etc. A sale is a lagging indicator
of success. When a sale is made, it means that the seller first
successfully completed a series of presale activities or leading
indicators. In order to assure future success, you must track these
activities.
Use a CRM for everything. Your CRM system must be the hub for
all sales templates, proposals, marketing materials, and coaching
dashboards. If everything a seller needs is in one place, they will
use the tool completely. When the CRM system is being utilized
to its fullest extent, the team will be more productive and you will
have a more predictable sales forecast.
32
Colleen Francis (continued)

insights to an overall sales strategy?
75% of B2B buyers state that they are influenced by some sort of
social media during the buying process. The key to using social
media profitably is to be active on the same social media platforms your buyers are using. There is no point in promoting your
business on Facebook (for example) if none of your buyers ever use
Facebook! Social media should be part of a broader sales strategy,
not your only sales strategy, and must include a variety of platforms
such as social-networking sites, video-sharing sites, blogs, forums,
and audio (podcasting) sites for the best results.
What are the top 3-5 ways marketing can do a

better job of supporting sales?
1) Create a common definition of a qualified lead before marketing
campaigns are started.
2) Prepare an integrated sales and marketing funnel showing the
conversion rates and steps of leads at all stages of the buying
process.
3) Speak to customers directly to build use cases, case studies and
testimonials for inclusion in all marketing materials.
How important is content and thought leadership in the sales process and why? Critical. Today, no
one buys from salespeoplethey only buy from experts. And

buyers are actively searching for thought leaders and experts daily.
How do you make yourself noticed and get found as a thought
leader? By building or promoting a platform where you can share
what you and your company know better than anyone else. The
platform can be varied, and include book publishing, blog posts,
regular emails, podcasts, market- or association-specific websites,
social media groups, newsletter articles and public speakingall
with content fine-tuned to address topics that are relevant to your
target audience. This is not a place for product pitches or demonstrations. The more opportunities you create to be seen as a familiar, trusted expert who helps people solve their business problems,
the more likely it is for you to get meetings with new buyers.
33

Author, Actor, Founder
Performance Sales and Training
@acting4sales
Julie Hansen

Gone are the days of blindly stumbling in to a prospect meeting
without having at least a rudimentary understanding of the
prospects business environment, challenges and opportunities. This
discovery is the cost of entry into the sales process, but it can take
a fair amount of time out of an already busy schedule. If other less
critical tasks cannot be streamlined, delegated or automated, the
discovery process often suffers, as do sales results.
What are most important elements of sales

story?
Those of us in sales have much to learn from the 1.8 trillion dollar
entertainment industry on how to engage and move prospects
through the use of story.
An attention-grabbing opening. Why do movies start with a
car chase? Because the director knows that if they dont grab the
audiences attention in the first few seconds, they may lose them
altogether. A sales story is no different. A strong opening doesnt
give your audience a chance to think, Why is she telling me
this? or Hey, I dont have time to hear a story!
Dramatic tension. Stories are based on drama and drama
requires conflict and tension before it ultimately comes to a
resolution. Give your story the So what? test. If it doesnt pass,
you may need to escalate the dramatic tension. At every point
in your story ask yourself, And then what would happen? to
ratchet up the tension. The tension should be at a peak before
you show the solution.
How can effective storytelling accelerate the

prospect through the buying cycle?
Most decisions are made emotionally then justified intellectually. A
good sales story can draw prospects in and get them emotionally
involved and inspire action, in a way that hammering them with
facts and figures simply can not.
In addition, since stories can create emotion and emotion plays a
critical role in our ability to remember, they are extremely effective
in making sure that our message is remembered by busy prospects
at the time they are ready to make a decision.
How can marketing support sales?

Understanding the reality of what salespeople face in the field:
audiences that are short on time and attention and who are
comparing their presentation to a dozen other similar presentations
theyve seen. Marketing needs to work closely with sales to
create flexible decks that take into account how people absorb
information today, have multiple points of engagement and
interaction, and differentiate how their solution is presented from
the competition.
A theme. Good stories trust the intelligence of their audience

and let the listener come to their own conclusion. In sales this is
especially powerful, as the listeners own conclusion has much
more weight. By weaving that theme throughout our story, we
can make a huge impact on our audience.
A clear, strong closing. A brilliantly told story with an unclear,
over-explained or simply blown ending can undo any positive
affect the story may have made. Know what your ending is and
when youve reached it. Resist the urge to start explaining what
your story meant and its relevance to your prospect.
34

Founder and CEO, DemandMetrics
@DemandMetric
Jesse Hopps
Helping is the new selling. Unfortunately, most companies are not
yet at the point of recognizing they need to give their sales teams
permission and tools to spend time enabling prospects. Too often
sales teams are pressured to make the next sale, maximize margin
on each deal, and get their funnels to be 4x their quota. That drives
behavior that is not conducive to helping and only reinforces the
selling we have all come to loath.

leaders? Yes, the customer decision journey or buyer process
has replaced the sales funnel. The sales funnel is an arbitrary

representation of wishful thinking. It was a useful framework two
decades ago when B2B sales teams actually had a significant level
of influence on customer decision-making. Today, with ubiquitous
information and social networks, customers are in charge of their
decision process, customer experience, and brand relationships.
Companies need to scrap their sales funnel and focus on enabling
buyers.

empowered buyer? Our research shows that organizations
with tightly aligned CRM and Marketing Automation systems

outperform (from a revenue target-attainment perspective)
peers who dont use these technologies or dont have them well
integrated. Id add to that the effective use of LinkedIn, content
curation and distribution, sales intelligence, and sales enablement
platforms that enrich the customer experience and feed content
analytics to marketing.

productivity? IDemand Metric has a fantastic how-to guide
on how to develop sales playbooks based on customer journey
maps. I recommend folks check it out along with our over 500
other guides, reports and tools.

That being said, the place to start is to understand the customer

decision journey. Counter to market myth, there are not thousands
of journeys but each vendor has about 3-4 journeys that cover
99.9% of their high-value customer segments. The implication is
a simple onelet go of yesteryears comfort zone and embrace
what the customers expectations and actions are today. Aligning
your sales methodology and sales enablement tools to your
customer journeys will give you a much more reliable way to qualify
opportunities and manage your sales forecast.
What stage in the customer decision journey are leads in?

What % of leads are where in the journey?
What is the % conversion from journey stage?
What is the desired outcome leads are trying to achieve?
What is the sentiment of leads at each stage?
What is the degree of social engagement at each journey stage?
Lead-to-close conversion and time-to-close?
% disengagement of leads by journey stage?

buyer? Sales and marketing alignment has been a never-ending

power struggle over resources. By focusing on the buyer, instead

of each other, sales and marketing can get on the same page and
work together to enable buyers to achieve their desired outcomes.
That also means that CEOs need to stop pitting these teams against
each other as this only hurts the top-line. Furthermore customers
are very astute at picking up on any team disconnects.
The first suggestion I have is to drop MQL/SAL/SQL reporting
measure revenue and conversion from each stage in the customer
decision journey. Second suggestion is to measure social
engagementbased on how successful the company is with each
high-value target account. Third, marketing needs to own taking
a lead well into the conversion funnel and, for each lead, craft a
full handoff for sales that includes history of engagement and the
engagement strategy for sales. Fourth, sales needs to stop being
lazy about leads and actually act on what marketing passes over.
With 70% of the buyers journey complete before companies ever

want to talk to sales reps, its critical that reps engage their target
accounts via social networks (Twitter, LinkedIn, etc). Social selling is
a misnomer; it should be called social enabling or buying. Social
networks are powerful vehicles to build trust and credibility, which
are the critical first steps for moving the conversation from social to
other channels (in person and phone). Again the recipe is simple
focus on helping; the sale will follow. Focus on understanding what
the buyer is trying to achieve and why its important to them.
Stop hammering sales reps on how many cold calls they did in a
day. Instead teach them how to engage on social and give them
lots of content that has been developed for each stage in the
customer decision journey. Then trust your sales teams to do the
right thing. Let them do what they do besthelp prospects.
Social selling starts with your culture. If your company culture
is rooted in pressure and constantly terminating the bottom
10%, youll never get there. If your company culture is based on
enabling, empowering, and training employees to be the best they
can be, youll grow fast and itll be sustainable. In other words,
social selling is not a gimmick but a core business strategy.
35

Author and Change Agent, Social Centered Selling
@barbaragiamanco
Barbara Giamanco
Are our sales and marketing goals aligned?
Sellers are under constant pressure to achieve sales objectives,

and the bar keeps rising. Couple that pressure to drive revenue
and pipeline with representing multiple products/services,
understanding each prospects business, and finding unique ways
to get in front of buyers who block emails and phone calls, means
sellers must work very smartly. More importantly, productivity
should not be confused with activity. To be successful in todays
global, fast-paced, competitive sales environment, the sales
rock stars focus their attention on the right people, the right
opportunities, and the right activity.
Who is our target audience? What do they care about?

leaders? Yes, the traditional sales funnel has been blown apart.
Do our people have the right sales and technology skills?
Buyers no longer enter the top of the funnel as a lead that is scored
by marketing and passed over to sales who then sets a meeting,
presents, proposes, and closes business. Estimates vary, but we
know that buyers begin the sales process without sellers roughly
70% of the time. And leads can come from anywhere: LinkedIn,
Twitter, Facebook, a blog, a referral, marketing event or an email
campaign.
The implication is that sales and marketing must first accept that
buyer behavior has changed. Traditional sales and marketing
processes are not as effective as they once were because the
buyers journey looks much different than it did 5 or 10 years ago.
As a result of the massive disruption that the internet and social
media brought with it, sales and marketing must work together.
Each camp has to think differently about their roles. Marketers need
to think more like sellers, and sellers need to learn to become more
like marketers.

productivity?
Start with a clear plan for where you are headed. This is
especially important now that sellers must leverage social media
as part of their sales process.
Have a system, use the right tools, and follow a process
consistently.
What social channels are our prospects likely to use?

How will we track social interactions and nurture leads?
Do we have a process for capturing opportunities that come
from non-traditional sources like Twitter?
What are we known for, and how will we communicate our
message?
What are the right social networking platforms for our
salespeople to use?
What training is needed?
How do we define social selling success?
What will we monitor, measure, and track?
Skills come next: In this step, you must honestly assess the peoples
sales and technology skills and determine what type of training is
needed. When it comes to selling, what areas need help?
Networking effectively
Prospecting
Qualifying opportunities
Planning for sales calls
Presenting your solution
Negotiating terms
Closing deals
What about the technology? Do your salespeople understand what
platforms like LinkedIn, Twitter, and Facebook are designed to do,
or how and when a buyer is likely to engage there? Dont assume
a great profile or clicking on a few buttons will lead to sales results.
More likely, it will only lead to sales frustration.
Finally, execution. This is the final phase of the Social Selling
Framework. Here is where everything is pulled together. It requires
disciplined behavior making sure that salespeople are engaging
in the right activities consistently and using technology in the right
way.

buyer? Sales needs to stop assuming that using social is only
Salespeople represent the companys brand, and how they choose

to represent themselves online will make a big difference in success
or failure. Consistent participation generates the visibility needed to
demonstrate credibility and thought leadership, in advance of sales
opportunities. Salespeople need to follow a daily process of using
social to help them generate new leads, reach decision makers
fast, differentiate themselves from competitors, present solutions
at the right time, demonstrate business acumen, and secure those
meetings quickly. The end goal is closed deals. The process matters!
Sales and marketing need to plan the Social Selling strategy

together. They will answer questions like:
Sales leaders will need to diligently monitor and measure the

effective execution of sales activities, which include constantly
evaluating the sales and technology skills of their people and
providing the ongoing training, coaching, and support that they
need to succeed.
Learn, learn, learn, and continuously adapt.

Focus on the right activity. Call and meet with the right people.
Qualify early for a no and move to the more promising
opportunities.
marketings job. Marketing should stop using social channels as just

another way to push information out to the marketplace. A Social
Selling Framework should include: Strategy, Skills, and Execution.
36
Barbara Giamanco (continued)

empowered buyer? It isnt just new processes and
technologies that salespeople need to use; they need to change

their mindset and behavior entirely. This is no longer about simply
meeting someone at an event, sending email, or making a phone
call, getting a meeting, presenting the solution, sending over a
proposal, and closing a deal.
Salespeople need to learn how to use social technologies
effectively. Having a LinkedIn profile and connecting with people is
one thing, but using it as a marketing and sales engine is something
else entirely. If leads can come from anywhere and buyers source
the web and their social networks for recommendations, sellers
have to be where their buyers are. Using social must be a daily part
of the routine.
If you arent viewed as a trusted resource and providing value in
advance of sales opportunities, you get locked out. With buyers
searching the web doing their upfront homework, they better
be able to find you and discern that you have the credibility and
capability that they want.
Tips for increasing visibility and demonstrating credibility beyond
using social:
Speak on panels at association events or conferences
Deliver an educational session on business topic as association
events or conferences
Conduct/facilitate informational webinars with industry guest
experts
Host a webinar in which customers tell their story
Host a peer-to-peer networking event that includes a guest
speaker
In all of these cases, the focus is not on your company or what you
sell, it is in offering something that is educational. Giving is more
important than getting. Giving first leads to more opportunities
over time.

dashboard, what would that be? Naturally, you want
The dashboard must also include access to social data from places
like LinkedIn, Twitter, and Facebook. Salespeople need to be
able to quickly walk in the digital footprint of their prospects and
customers. Who are people connecting with, what groups are they
joining, what do they say on Twitter, who do they follow, what do
they share about themselves, what do they care about? We dont
sell B2B or B2C, we sell P2Pperson to person.

Buyers expect sellers to know about their business. Granted, they
cant know everything, but the days of showing up and asking a
busy executive to explain what keeps them up at night are over.
Salespeople need to do the upfront homework to demonstrate that
they are not there just to sell, but to add value to the prospects
business.
Sellers need business intelligence that helps them learn quickly
about potential issues or challenges that a prospect or customer
is facing in their business. Selling today isnt about the onesided presentation pitching products and services. Buyers want
salespeople to educate them about what they dont know. They
want help solving problems they cannot solve on their own.
As noted earlier, sellers must think like marketers. Their job is to
proactively seek out sales opportunities, but at the same time, they
need to attract prospects to them. Thats where social media plays a
role in selling. Well-crafted social profiles are the foundation.
Top ways to tap into a Social Selling strategy:
Follow prospects, customers and influencersmonitor and pay
attention to what they talk about.
Share content that is educational and relevantnot marketing
slicks.
Participate in group discussions. Add to the conversation by
sharing unique points of view based on personal business
experience.
Connect people to each other and cultivate referrals. A referral
network is one of the most powerful ways to increase sales
opportunities.
to see the standard stuff (name, title, location, revenue, stages of

deals in the pipeline, etc.), but now you need the social data and
public data to help engage more effectively at the right time. Plus,
you need who else is part of influencing the purchase. In complex
deals, it can be 10-15 people who are part of the decision making
process. Social insights can help to expose more inter-related
connections inside an organization.
37

Founder, KLA Group
Best-selling author, Selling Against the Goal:
How Corporate Sales Professionals Generate
the Leads they Need
@KendraLeeKLA
Kendra Lee
In a nutshell, the more your sales team is able to focus on the right
activities, the faster they will identify more qualified opportunities
and move them through the pipeline to close. Activities doesnt
just mean actions. It means doing the actions the right way. For
example, prospecting doesnt just mean cold calling. It means
calling within a defined micro-segment at the appropriate level
with a targeted message and an effective follow-up strategy. Those
prospecting actions will garner better qualified opportunities.
No, they work in tandem. As a sales person, its critical to recognize

that your prospects are going through a buying process simultaneously to your sales process. Companies must align their lead generation and sales processes with the clients buying process. When
they do this, companies and their sales teams will be communicating in the manner that will guide prospects through each stage
of their buying decision. However, you cant abandon your sales
process because there are critical steps that must be met and information that must be provided to ensure the best odds of winning.
What are the most important elements of a sales

story, and how can effective storytelling accelerate prospect movement through the buying
cycle?
Stories are memorable. Thats what makes them so effective. A
prospect may not remember the speeds and feeds, but he or she
will remember that your company helped The Big Cheese cut
overhead by 18% and solved the downtime issue that seemed
unsolvable.
The most successful sales stories have main characters and circumstances that your prospect can relate to directly: Who are he and
his company just like me and mine? Whatis that a situation Im
facing? Can I really get those same results? How did he solve it
using resources I can access, too? Whydid he decide to address
the issue now, and with you? The more you can bring the story to
life, the better it will resonate.
Throughout the buying cycle, your stories will evolve. In prospecting, its short and sweet: for example, the Big Cheese above. In the
Interest phase, you will get into all the gory details of the pain and
frustration the hero was experiencing, then share the happy ending.
In Desire, youll share exactly how the hero made his decision and
implemented. You can use one story and expand on it throughout
the sales process, referring back to it; or you may have different
stories. People love stories. Definitely use them to your advantage.
What new processes and technologies must sales

harness to succeed in todays era of the empowered buyer?
Marketing automation. A wealth of data is held within your marketing automation system and while you expect (and hope) that
whoever is responsible for executing your lead generation and
marketing will have a fabulous lead scoring system that passes
leads, we find that isnt the case just yet. So, as a sales rep you can
cold call, or you can master your marketing automation system and
mine it for warm prospects to call. Youll see what prospects have
clicked on, downloaded, viewed and attendedand youll instantly
know where their interests lie and what type of knowledge they
have before you ever contact them.

1. Learn. Sales isnt the same as it was even five years ago. It wont
be the same in five years. The technology changes. Your customers change. Keep learning.
2. Retain your integrity. Today, the biggest mantra I have is the
importance of inspiring trust in prospects to distinguish yourself
from the competition. If a client is going to entrust their IT with
you, now the critical artery of a companys business, they have to
trust you.
3. Strive for excellence. Its a fast-paced world and many people
overlook the mistakes. Think what a differentiator it is if you dont
make them.

insights to an overall sales strategy and why?
Very important. Before you hire a new employee, check out their
social presence. Customers do the same by checking on sales reps
selling to them and the companies those reps work for. You need to
have a social presence and leverage it to learn just as much about
your prospects. For your sales strategy, you can identify the best
message and the best communication vehicle, uncover referrals
the list goes on. And when prospects go dark on you, social
selling can bring them back. Let me say, we wont even interview a
sales rep who doesnt have an active, professional, engaging social
presence.
38
Kendra Lee (continued)

Who are the top 5 sales leaders you admire the
most and why?
1. My first IBM Sales Director who taught me how to grow and lead
other salespeople with integrity and passion.
2. A company president in Utah who watches the numbers like a
hawk but is leading the sales team into international markets with
enthusiasm and commitment to each individual.
3. A Global Marketing Director based in Toronto who has identified
a growth path that starts college hires in a sales job they can be
successful at immediately, then grows them to successful, confident, performing outside sales reps within 24 months.
4. A VP of Sales in FL who despite a lean hiring market attracts
and retains top caliber sales people who want to work for him
because of his support in their mutual success.
Great sales leaders are all around us. They dont have to be household names. Just look for the people who are guiding their staff
to top performance, their companies to new markets, and their
customers to success.

1. Take the time to nurture prospects.
2. Educate sales on the campaigns they are running: the target
market, the persona, the key messaging and content. If sales is
aware, their follow-up can be more precise. Their conversations
will be more impactful and prospects will want to work with them.
3. Implement lead scoring to identify the best odds leads for salespeople to pursue. Access rates, win rates and productivity will
improve.
How important is content and thought leadership in the sales process?

Critical. Its what nurtures prospects along through their buying
cycle. It generates awareness in the market. It builds and supports
your brand. For salespeople, thought leadership opens doors and
wins sales.
39

Sales Strategist, Author of AGILE SELLING and SNAP SELLING
@jillkonrath
Jill Konrath
What are three top pieces of advice you can

Sales executives are under intense pressure to meet their numbers
without adding headcount. Plus, buyers expect more today.
Successful salespeople need to be fountains of knowledge,
technology savvy and leveraging new skills.
In light of the fact that multi-tasking is a sales

productivity killer, how can reps get away from
this bad habit?
The first step is awareness. You wont change until you know that:
It takes 20-40% longer to learn new things when youre
multitasking.
Or that constantly emailing/texting while you work reduces IQ by
5 points for women and 15 points for men.
Thats only the tip of the iceberg.

leaders?
Slowly, but surely it is. Changing the focus to the buyer alters the
entire conversation between sales reps and sales managers: Where
are they in the buying process? What will it take to capture their
attention? How can we help them recognize the value of making a
change? What do they need to know to select us?

productivity?

buyer?
Shared goals. Frequent conversations. Constant testing.

empowered buyer?
Todays modern seller needs to be proficient leveraging:
Social media (LinkedIn, forums, Twitter)
CRM systems
Virtual meetings
Sales intelligence tools
Personal productivity tools.

Their social profile (LinkedIn, Twitter, other), org charts, connections
to my company, as well as any digital interactions with my website
and/or content.

important to an overall sales strategy?
They provide you with the context needed to craft good
messaging, initiate intelligent conversations and plan effective
meetings that are highly relevant to your potential buyer.
1. Monotask. Period. Its the number one thing to do.

2. Clump similar tasks together.
3. Move. Your brain thinks better when more oxygen is flowing.
4. Sleep 8+ hours/night. The research is astounding.
40

Assistant Professor of International Business,
Fisher College of Business, Ohio State University
James Oldroyd
The answer to all these questions is science. What do I mean by
science? I think the most interesting trend in sales currently is the
increase in the processes and technologies that empower sales
agents. Sales has often been seen as an art with sales agents
having intuition. This is rapidly changing. Sales is becoming
a science. With a full-scale scientific discovery process backing
the learning. Nearly every sales activity can be measured and
optimized. Productivity is a key issue because it can finally be
measured and managed. You want to send a better email? There
are tools to help you. You want to measure your response to the
email? There are tools to help you. Every step, when to respond,
how to respond, how to follow-up, how to build a relationship etc.
can be measured and optimized. Of course this process has been
ongoing and dramatically facilitated by companies like Microsoft
Dynamics CRM and Salesforce that standardizes the process.
These efforts are critical because once standardization begins,
measurement becomes easy.

If so, what are the implications for sales reps
and leaders? Customers were never in a sales funnel. This
idea is rooted in a company-centric notion. Company-centric

organizations fail to realize that the company is not what the
company is about. Rather, it is the customer. (Read my article
entitled The quest for customer focus Harvard Business Review
(April 2005) for more details on this process.

productivity? I was recently interviewing a sales manager
of a SME; he had 15 sales people on his team. You would think

that he wouldnt need technology and processes to stay on top
of such a small sales team, but he was successful because he
had a developed systematic and scientific approach to sales. He
meticulously studied what drove results for this sales team and
then constantly measured and managed these metrics. He used
technology to help him automate the oversight and increase the
capabilities of his sales team. My suggestion is this: study what
drives results at your company, with your customers, and with
your agents, then accelerate and scale it. It sounds simple but is
deceptively complex.

buyer? Alignment is the most difficult process. Often, companies
are good at the individual pieces, but putting it together reveals

that companies are still so poor at even basic sales activities. In a
study I conducted with Kristina McElheran and David Elkington at
insidesales.com, we measured how long it takes, on average, for
companies to respond to online leads. These are people coming
to the companys website and asking to be contacted; they are
actively seeking to buy. Its shocking, but the average response time
was two days. Perhaps just as shocking is that nearly a third of the
leads were never contacted. Imagine walking into a store and the
sales associate saying, Just give me 32 hours, and Ill help you.
Marketing was doing a good job at driving leads that were never
responded to.

empowered buyer? Any that enable them to be scientific.
I have been working with many companies to find the right tools,
tools that will accelerate their growth, but am a strong advocate
that using any tool is better than using no tool. Much of what the
smart manager at the SME I discussed earlier used was basic
tracking functions he built in Excel. Of course, he will likely refine
these analyses with more sophisticated tools over time, but just his
efforts to measure and analyze were dramatically increasing his
firms sales. He was using science, and even rudimentary science is
better than advanced intuition.

dashboard, what would that be? The ones that
mattered to me. General findings will give you general results. I

dont care what my competitors have in their dashboards. I dont
care what the standard technologies offer in their dashboards. I
care about the actions that are most significant for my company,
my customers, and my sales agents. Figuring out what these are
requires, you guessed it, science.

I am not sure they are important. It is question for scientific
discovery. Start with the intuition of your sales reps, but then
measure, act and measure again. This is the heart of the scientific
method.
41

Dynamics Business
Development Manager,
Microsoft
Ryan Blakely
Why is sales productivity vital in the current

selling environment? The days of selling solely through a
rolodex of established, but siloed relationships, telling customers

why they should buy your service or solution are gone. This is not
news to anyone I know, but many organizations still operate this
way and often wonder why sales are flat or their new launch failed.
All buyers, even you and me, have access to so much information
that we build perspectives quickly on purchases, both big and
small. We make what we think is the right decision, but was it? Will
it really solve my pain or gap in my business? Sometimes as sellers
we dont get an opportunity to teach the customer why going with
us is the right choice, because Twitter and some reposted blog
already sold them. How companies buy has changed and we as
sellers need to evolve to meet that change head on.
Why the top of the funnel is so important?

Organizations do not simply transact complex purchases.
Organizations often self-select vendors early.
Organizational consensus is required.
Buyers dont know how to solve all of their challenges. We, as
domain expert sellers, do know how to solve these challenges,
but can we engage with the right people at the right time to
influence their decision? This is the million dollar question. When
a seller cant or doesnt engage early with the right people, more
often than not, they have lost the deal before they even started.
Key elements of a successful engagement:

When the customer views you as valuable asset to their long
term success, not a commodity.
Deep understanding of the corporate structure and strategy and
how your service or solution maps to that strategy.
When your expertise and insight is what engaged you in the
sales cycle.
Ability to deliver a steady flow of relevant content and personal
engagement that builds on itself, nurtures, teaches and influences
as both buyer and seller traverse the sales journey together.
What to consider if you really want to enhance

sales productivity:
Understand your customer, their business, and the broad market
conditions influencing and impacting their decisions and business
outcomes.
Make data-driven decisions on how and when to engage with a
customer.
Lead with insight and establish a regular cadencea focused
and timely sales engagement.
Have a single view of all your customer interactionsyou can bet
they have a single view of you.
Understand what gaps may be present in your current tool set to
enable an integrated and targeted engagement, connecting sales
and marketing while leveraging social.
Change is hard, so empower your teams to help diagnose gaps in
the business and let them help prescribe a solution. The more they
understand why a change in behavior or process is important, the
faster they can implement.
The old adage The Customer Know Best will always be valid,
but I would argue todays seller must come to the table with
a meaningful story tailored to the customer and help them
understand why you know what is best for the customer.
42

CEO, Smooth Sale
@smoothsale
Elinor Stutz

Our days have shrunk in time due to increased requirements
pertaining to legal documentation, reporting, and training. With
technology advancing at rapid speed, salespeople must continually
self-educate, implement and remain on the cutting edge.

1. Be cognizant of your values and priorities, your valuation of right
versus wrong, and when to refuse business.
2. Commit to continued learning.
3. Change your vocabulary from failure to marketing research.

1. Collaboration among marking and sales departments is essential.
Salespeople are most familiar with what both the clientele is
asking and the competition is conveying. Improved results will be
seen by the marketing and sales team working together.
2. Analyze the collaborative marketing campaign results. Analytics
will help both marketing and sales tweak their approach and
leverage presentations.
3. Multiple and inter-connected platforms should be utilized for
marketing. The more media and mediums used, the reach and
interested audience potential will grow at an exponential rate.
4. Hold monthly collaborative sales and marketing meetings for
insight to new products, services and ideas for improvement.
Open communication increases motivation and drives sales.

leadership in the sales process, and why?
What are the most important elements of a

sales story?
Include who, what, when, where, and why.
Relate previous client story to current prospective buyers
interests
Use emotion to draw person into the story
Keep the story to 2 minutes or less
Most important is authenticity
Upon finishing the story, bring the conversation back to where you
last left it off. Then conclude with a question, such as, Does this
sound like the type of solution you are seeking? Done well, you will
receive a Yes!

insights to an overall sales strategy, and why?
Social selling and insights are extremely important. This is the most
efficient and far-reaching platform yet discovered and insights
delivered well are well rewarded.
What would your ideal sales dashboard look like?

The sales dashboard would include projects, follow-up schedule,
and the Charlieapp.coman essential because:
Automatic research of people and companies before you meet
Syncs to your calendar with advance notice
Provides alerts before your meeting when prospects are in the
news.
Identifies all of the client competitors
Common Connections: Last but not least, you can see who you
know in common, automatically.
Excellence in shared content online greatly increases name

recognition. In person, creative thought provides new perspectives
for clients, thereby increasing sales opportunities. Consistency in
sharing best practices and insights develops high credibility, trust
and sales.
43

President, Score More Sales, LLC
@scoremoresales
Lori Richardson

Most of us in sales roles are not as productive as we can be. Some
of this is systemic and some of it is within our own personal control.
This is a big issue because you can never get your time back once
it is gone, so you need to make good decisions and plan your
actions. Time is currencyand every moment matters.

It is critical to have insight about your customerwho they are, the
market they are in, what challenges they face, and what they aspire
to. Without insight it is very difficult to gain their attention. Sellers
now need to find ways to stand out by adding valuable ideas,
stories, tips and resources to help buyers.

Lead by exampledont expect your team to do anything you
wouldnt do.

leadership in the sales process, and why?
The company website and other locations online need content that
helps buyers at every stage of the buying process. If I am ready
to buy but your content and thought leadership is stuck at the
beginning on why I should buy, I may start at your site and finish
with one of your competitors. Instead, we need to help buyers
along the way with what is relevant at each stage so that we keep
their interest and loyalty.
What does your ideal sales dashboard look like?

My ideal sales dashboard shows all of the activity my team is doing
and presents it in a way that we can make smart decisions from it.
Ideally it would track phrases that buyers were most receptive to
under different circumstances, and it would track the best questions
for each type of buyer we have. It may be a bit futuristic but I think
we should dream up dashboards like these and then find ways to
make them real.
Learn what motivates each of your team members everyone is a

little different. While one person wants you to show her the money,
the next team member wants recognition. If you understand what
makes each person tick, you can get their best from them.
Listen more than you talk.
44

President and Founder, SalesLeadership, Inc.
@EiSelling
Colleen Stanley

Sales productivity has always been an issue. Productivity is
becoming more challenging due to technology. While technology
can provide great shortcuts, it can also be a deterrent to working
on the important not urgent. Many salespeople are tethered to
their technology and, as a result, end up getting interrupted by
constant emails and texts. They spend most of their time checking
in and not enough time on productive, sales-focused work.
The second problem created by constantly being connected is
lack of downtime. It is only in the downtime that a person achieves
clarity of thought and purpose. How many people have come up
with a great idea while answering 50 emails, 10 texts and running
from meeting to meeting?

share with aspiring leaders?
Develop your emotional intelligence skills AND consultative
selling skills. Many salespeople lose business and, as a result,
go out and buy another sales book or attend a sales workshop
in an effort to improve. Learning hard selling skills is important.
However, lack of emotional intelligence skills are often the root
cause for lack of sales success. Most salespeople know what to do.
However, in tough selling situations, emotions rather than effective
selling and influence skills start running the meeting.
Do the work. In an instant-gratification environment, your most

successful people still put in the work to get the reward. A good
salesperson practices new skills BEFORE the appointment. A good
salesperson invests time in calendar blocking and planning in order
to effectively manage their week. A good salesperson turns off the
TV and reads a sales book that helps him grow his skills. Denzel
Washington, well-known actor, shares that his father always said,
Do the work so you can do the work.
Be generous. Most people view salespeople as self-centered,
Lone- Ranger types. The best salespeople I know are generous.
They are willing to mentor newbies on the team, give referrals to
clients and colleagues, and use their talents to volunteer at nonprofits. Generous people enjoy the law of reciprocity. When you
give, you get.

1) The marketing department and executives need to join the sales
team on calls with prospects and clients. Nothing beats hearing
information and objections firsthand.
2) Develop marketing materials that sell to the old brain. Most
marketing materials are still pitching what a company does rather
than the problems or opportunities the company solves for
clients. Pain is two to three times more motivating for a person
to make a change than gain. However, when you look at most
company or product value propositions, they are focused on
positive, commodity language, i.e., Good customer service,
great expertise.
3) Take a sales training course. When a marketing department
thoroughly understands all the steps to a sales process, they can
more fully support the salesperson with proper tools.
45

Co-Founder, TOPO Inc., Funnelholic.com
@funnelholic
Craig Rosenberg
In the old days, we would give a sales rep a phone book and some
product brochures and tell them to go sell something. If they
didnt work out, we went and hired more. That has changed and
technology is a big factor. With technology we know more than we
did before about what a sales rep is actually doing and can follow
their activity. Also, technology provides opportunities to make
reps more productive than ever before. Technology solves many
inefficiencies in day-to-day selling. DocuSign is a great example.
They have taken a painful part of the sales process and made it
easier and quicker. With e-signatures, sales reps dont have to use
fax machines and have visibility as to where their contracts are in
the signing process. Now making reps more productive is a key
factor in your ability to compete.

leaders? The buyer process has not replaced the sales funnel. It
informs the sales funnel. High-performance sales teams map their
buyers process first. Then they build the sales process to support
the buyer process. Sales Benchmark Index has found that sales
leaders who adopt a buyer-centric approach typically deliver 150%
of their quota. So the buyer process didnt replace the funnel, but
it is the essential element to creating a sales process that actually
works.

empowered buyer? The most important thing is to base you
sales strategy and process decisions on what your buyers want. For
example, there has been an exponential rise in inside sales versus
direct. The economics of an inside sales person are compelling
compared to the expense of a field rep. However, making the
decision to move to inside sales should not be based on the costs
to your business but on how your buyer chooses to interact with
vendors. Some buyers want face-to-face sales and some solutions
cant be sold over the phone.

In general, insightsno matter how you get themare critical
to sales success. The buyer demands relevance and as a result,
sales needs to take the extra 1-3 minutes to research before any
kind of meaningful interaction with a prospect of customer. Social
insights are typically best because they are real time and provide
you invaluable insight into your prospects point of view and what is
important to them at that given time.

Creating content built to help SALES convert prospects while

in the sales process. Today, marketing content is either built for
downloads or views or for the end of the process in the form of
data sheets and case studies. Marketing talks about moving buyers
through the buying process via content, but that is via email or
on the website. I am talking about when sales is interacting with a
buyer and the buyer presents a roadblock or key question they
need content that helps them get them through that roadblock.
Creating content for sales is different. Its not a long ebook, etc. Its
a short concise content asset like a one-two page whitepaper or a
30-second video that helps them move the buyer from point a to
point b.

leadership in the sales process and why? ITS HUGE.
Its harder than ever to move a buyer forward. We know that buyers
prefer to do research on their own from credible sources. That
doesnt change when they engage with sales. They still want the
content so they can make the decision themselves. Sales has to be
able to deliver that content to their prospects. They build trust and
more importantly, they give the buyer what they want, when they
want it.

share with aspiring sales leaders? Build your sales
organization in the following order: Buyer, Strategy, Process, People,

Technology
1. Develop detailed buyer personas for each of your buyers
2. Map how they make purchasing decisions
3. Build your sales process based on this data
46

Author and Developer, Buying Facilitation
@sharondrew
Sharon Drew Morgen

Sales productivity has always been an issue because the sales

model misses most of a buyers activity: it merely focuses on the last
3 steps of the 13 step process that buyers must take before they
buy. We focus on selling solutions; buyers focus on maintaining
stable environments, of which a purchase may or may not be
the last action. Until a buyer handles their idiosyncratic change
management path they cannot (regardless of solution or need) buy.
And the skills of the sales model skills are not the skills that will help
buyers facilitate systemic change.
Sales productivity has been limited to the 7% or so (from first
contact) of buyers that end up buying. 80% of prospects will buy
something similar to our solution within 2 years of our connection
with them, but not from us: thats the time it has taken them to
assemble the right people and policies and deal with their change
issues. A buying decision is a change management problem, and
the time it takes to get buy-in is the length of the sales cycle.
With a focus on placing solutions, weve got no idea who is
going to close or when; our success rates, like our pipelines, are
guesswork. I developed Buying Facilitation 30 years ago to give
my own sales team the ability to stop the guesswork and expand
productivity. We helped buyers assemble, and become part of, the
Buying Decision Team from first call; collapse the sales cycle by
addressing all of the change issues; and help buyers figure out who
needed to be included in the change. Buyers must do this anyway,
with us or without us; might as well add a facilitation skill set and
join them along their decision path rather than sit helplessly and
wait for a small percentage of them to show up.

leaders? I coined the term buying process 30 years ago to
define the path buyers must traverse from idea to solution choice,
from determining how to fix the problem internally to deciding on
an external solution and managing the change, from one person to
the voices of all who will touch the solution (Buying Decision Team).
This process has always superseded the sales funnel but sales limits
interactions to solution placement activities. That has created the
transactional sale, as buyers cant count on us to do more than
provide solutions.
The implications have existed within sales for decades: we spend
too much resource coming in with what buyers need last. Buyers
dont need our solution, they need to solve a business problem.
They only make a purchase as a last resort and only when they
get the buy-in to adopt something new without disrupting their
status quo.
We have been failing for decades, and calling our 7% close rate
success. Buying Facilitation works in tandem with the sales model
to facilitate the first 9 change management steps buyers absolutely
must address before they decide to purchase an outside solution.
Using Buying Facilitation its possible to close 40% from first
prospecting call. So top funnel, Buying Facilitation; bottom funnel,
sales. They work in tandem.
Its like trying to push your yummy dessert onto a dinner party that
hasnt begun to eat: regardless of how good the dessert is, its the
last thing the people need: not everyone will want it, folks dont
know if they want dessert until theyre finished with the appetizer
and main course, some folks may not eat sugar, some folks will
want dessert first. Offering a great dessert is not good enough.

buyer? So long as sales and marketing continue to focus only on
solution placement, we miss 90% of whats going on during the buy

path, delaying the buying decision by a factor of 5, wasting time
on prospects who wont buy, and missing the opportunity to enter
in different places along the change path. Facilitate change first,
then sell. Its not sales, but we sit and wait for them to do it anyway,
and lose many of them along the way. Adding more skills to merely
find prospects or determine need will get you the same results
weve been getting for decades.
In sales we can begin facilitating decision making at the first
contact; in marketing, we can use more of the data available in the
unstructured data that is missed by keyword-based analytics and
sentiment analysis.

empowered buyer? Add change management; decision
facilitation; Facilitative Questions. Collect data on CRM systems that

allow us to understand if buyers have assembled their whole Buying
Decision Team or gotten the right folks on board to manage their
change.
Using Buying Facilitation its possible to get onto the Buying
Decision Team after one call. Enter from the idea phase rather than
waiting to connect when they are at their last decision stages of
choosing a vendor/solution.
I teach my sales clients Facilitative Questions so they can lead
buyers through their change management issues. We sequence
the questions through the 13 decision steps to get the right folks
assembled onto the Buying Decision Team early and facilitate
decision making and solution descriptions. When its time to sell,
everyone is on board, and has already managed the change WITH
youand they do not ask price or choose a different vendor. We
can add facilitation to our CRM systems. And we can use Facilitative
Questions on our sites and sign in sheets to determine what stage
they are at and meet them there.
47
Sharon Drew Morgen (continued)

productivity? Start by being a change facilitator before
discussing needs or solution placement. Facilitate the assembly

of the full Buying Decision Team. Stop entering by trying to pitch,
present, get in, gather needs, etc. around how a solution would
fit: until the entire Buying Decision Team is assembled (those folks
who will touch the final solution) and know how to manage their
change, the buyer will not know how to fully define their needs,
reorganize jobs or people, handle their old solution, etc. Do you
want to sell? Or have someone buy?

dashboard, what would that be? I would see if they
have already assembled their Buying Decision Team, or gotten buyin for any necessary change that a new solution would require.
Weve never asked ourselves why buyers with an obvious need
arent buying. Where do they go? Why do we assume a prospect
is someone with a need, someone who SHOULD buy rather than
someone who WILL buy? Just because a buyer has a need for our
solution does not mean their internal systems can ever get ready
for the change necessary when a new solution enters.
Having more information about needs or contacts does not
facilitate the change they must go through, although we can use
any nameeven of a gatekeeperto help them assemble all
voices that must be included in a purchase. Id like information
about the steps they have taken toward change and stakeholder
buy-in; about regular vendors and current technology; about how
the stakeholders make decisions together; about failures theyve
had in fixing their business problem to date. All that data will help
me help them address their change issues.

There are 13 steps all buyers or followers take before they buy. The
first 10 of these steps are not directly related to a purchase but can
be tracked and facilitated: they are hidden in the unstructured data
and generally missed by keyword-based analytics and sentiment
analysis.
Social selling and content marketing are great ways to cull the data
that sales is currently missing and facilitate buyers through the
stages of their decision path. We are currently underutilizing these
capabilities.
Enter with Buying Facilitation and be a neutral navigator first, then
when its time, be a sales professional. We cant make the changes
for them as they live in unique systems and were outsiders who
can never understand their relationships and internal politics. But
we can either facilitate them through the change, or sit and wait for
them to do it themselves.
The time it takes for buyers to figure out how to change is the
length of the sales cycle. We are ignoring that entire aspect of the
buying decision path right now. But we can use sales and marketing
to facilitate it. Were not doing it, and have never done it, and
continue to find more and more and more new new things to get
in rather than do what buyers really need: help facilitating change
and THEN sell. Do you want to sell? Or have someone buy?
48

Social Selling Evangelist
@jill_rowley
Jill Rowley

leaders?
Were living in the Age of the Customer, not the Age of the Seller.
Customers dont want you to jam your sales process down their
throats; they want help buying products and services that will make
THEM successful. The Modern Sales Professional is an Information
Concierge and a Content Connoisseur. She creates and / or curates
content her buyers want, and shares that content across her social
networks. She has a strong personal brand that is optimized for
the buyer, not for the recruiter. Her digital brand demonstrates her
subject matter expertise, not her quota-crushing capabilities. She
uses Social Networks like LinkedIn and Twitter to find, listen, relate,
connect, engage and amplify her buyer, the buying committee and
their sphere of influence. She knows that ABC = Always Be Connecting, not Always Be Closing. No ones ever wanted to be sold to
and now buyers have a choice. Buyers not only have choice, they
also have voice. The Modern Sales Professional doesnt sell, she
serves. She doesnt sell, she helps. She doesnt sell, she facilitates
a buying process. Shes where her buyers are Offline (at events),
Online (in Social Networks), #AllTheTime. She earns trust by being
#CustomerCentered #CustomerCentric #CustomerObsessed. She
uses social networks to do research, to network and to build longterm relationships with her customers, coworkers, partners, and
the influencers (bloggers, analysts, thought leaders, experts, and
consultants). People buy from people they know, like and trust. The
Modern Sales Professional uses her social networks to earn visibility
and credibility!

important to an overall sales strategy?
The average salesperson makes 8 dials per hour and prospects for
6.25 hours to set one appointment. So, what is your sales team
going to do? More cold calling? Why do more of something that is
working less and less? Time for Social Selling. 78% of salespeople
using social media outsell their peers.
Social Selling represents the number-one shift in sales training
dollars, a 48% increase in 2013. New trends do not typically get significant discretionary training budget dollars if they are unproven.
This budget increase is evidence that Social Selling is working.
Social Selling has the highest lead-to-close conversion rate of all
prospecting methodologies. In fact, Social Selling sees about a 15%
prospecting conversion rate, at least 5 times greater than the 3%
prospecting success rate from marketing activities.

productivity?
The most effective way to improve sales productivity is to transform
territory models to allocate opportunity based on social proximity.
Given that people buy from people they know, like and trust, why
wouldnt you assign opportunity based on the strength of existing
relationships?
49
Reach out to
learn more.
www.microsoft.com/dynamics
Talk to a Microsoft representative
(United States and Canada).
Availability and hours of operation:
MondayFriday, 8:00 A.M.5:30 P.M.
Central Time (UTC-6) in the United
States and Canada.
1-888-477-7989

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Sales productivity series

An essential guide to sales featuring best practices & thought leaders

A better way to sell: cloud, mobile, social, big data

GM, Microsoft Dynamics CRM

Businesses need to let salespeople sell

Buyer 2.0: The way people buy has changed

Get socialor go home

Special guest chapter: Real-world tips for building relationships

Tell a story that inspires action

Get the edge with social insights

Connecting in the age of the customer: Harnessing technology

Insights from the experts

Lets get down to it

Sales reps lack the right skills to be

Buyers expectations and companies

Typical Sales Reps %

THE WAY PEOPLE BUY

Today, with buyers now controlling the majority of

Buyers no longer want to be sold to

Buyers are 57% of the way through

THE WAY PEOPLE BUY

Social buying signals are an

So what does this mean for todays sales reps?

Pay close and constant attention to signals being

The amount of respondents who

Sales reps need to do research to

Ditch overt sales pitches

Think about social selling as

External Participation: Providing prospects with relevant and helpful content or

According to Corporate Visions, 74%

SAVO, Techniques of Social Selling: Just Do It!, 2014,

79% of sales people achieving quota

Sales Benchmark Index, How to Make Your Number in 2014

Without having a way to monitor your target market

Brian Kelly, CMO, InsideView

Succeeding in this way requires a disciplined focus on understanding as much as possible

Through social, sales can identify the

When the empowered buyer is ready

Tifffani Bova, VP and

Special Guest Chapter

Real-world tips for building

Social Selling is the way forward for modern-day digital

Special Guest Chapter (Contd)

by Jason Miller, Senior Content Marketing Manager, LinkedIn

Here are 10 ways that best-in-class sales teams

Lay the foundation with a solid company page.

The whos viewed your profile play.

Use InMail for personalized emails.

Organize prospecting with LinkedIn contacts.

Special Guest Chapter (Contd)

by Jason Miller, Senior Content Marketing Manager, LinkedIn

Leverage the power of LinkedIn Groups.

Give wings to LinkedIn Updates.

Leverage @mentions in Status Updates.

Apply the 4-1-1 Rule.

Get employees in on the discussion.

Take a cue from the marketing team.

THAT INSPIRES ACTION

Consistency in sharing best practices and insights

Make the buyer the hero of the story

As weve moved from information

The story sales repsand their contenttell needs to:

THAT INSPIRES ACTION (CONTD)